The curse of the expert is you are always moving to the next level, but where do you go when you've reached the top? Our guest Jeff Gothelf is the Co-author of the award winning book "Lean UX" and author of "Sense and Respond", the Co-Founder of "Sense and Respond Press" and continue to find places to go after reaching the top of the expert pyramid. We explore how Jeff went from author to publisher, the options for publishing that will let you keep a larger portion of the revenue, and how you can use the time between writing a book and it hitting the shelf to generate an audience for it. Check out our 3 tips for a great business book.